Title: Marketing intelligence: roles in business decision-making

Authors: Pratap Chandra Mandal

Addresses: Vellore Institute of Technology, VIT Business School, VIT University, Room no. 620, Silver Jubilee Tower, Vellore, Tamil Nadu 632014, India

Abstract: An organisation cannot take decisions without the availability of proper information. Marketing is a field where changes are taking place continuously. So, marketers should have access to the latest information which will help them take effective decisions. Marketers achieve this by the collection of marketing intelligence through various ways. The paper discusses the importance of marketing intelligence and its strategic role in decision-making, the various ways in which a marketer may collect the information and the manner in which a marketer may use the information to know their customers better and provide prompt and effective solutions to them.

Keywords: marketing intelligence; information; internet; networking; expert opinion.

DOI: 10.1504/IJBFMI.2017.087688

International Journal of Business Forecasting and Marketing Intelligence, 2017 Vol.3 No.4, pp.433 - 441

Received: 19 Apr 2017
Accepted: 13 Jul 2017
Published online: 30 Oct 2017 *

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